2014 is looking like a very big year for mobile CRM. A recent survey by eMarketer is projecting that over 4.5 billion people will be using a mobile phone by the end of the year, with approximately 1.75 billion of those being smartphone users.
In our own recent survey of sales professionals in the United States, over 80% of respondents confirmed they’re using a smartphone of some type. For the CRM industry, it’s clear that the next major battlefront will be mobile CRM adoption, and the vendor that comes up with the best mobile CRM app is going to have a huge advantage.
Given what’s at stake, it’s no surprise that some of the most popular CRM vendors have all recently released new or updated mobile CRM apps concurrently with their most recent platform updates.
The big announcement at Dreamforce–salesforce.com’s annual developer conference–at the end of last year was Salesforce1: an all new mobile CRM app. With a sizable lead in desktop CRM market share, salesforce.com has turned it’s sights on increasing their platform’s mobile CRM user adoption.
Microsoft Dynamics CRM 2013
Microsoft’s recent major overhaul of Dynamics CRM also included releasing mobile apps for iOS, Android, and Windows Phone. Microsoft did not previously have a first-party mobile CRM application, so it’s apparent they’ve recognized the importance of mobile CRM access and are taking the competition in this space seriously.
The third major enterprise CRM vendor to release both a big desktop platform update and updated mobile application last year, SugarCRM also seems to be putting considerable resources into the mobile CRM arena and increasing mobile user adoption.
A Mobile Target
Mobile CRM presents a unique opportunity for vendors. It allows them to create a completely new user experience and interface without having to reinvent their desktop software. Employees and businesses that previously would not have considered a CRM product might be lured in by simplified mobile applications.
By making a concentrated effort to produce quality mobile CRM products, vendors are increasing the value proposition to potential customers and giving existing customers a new path to increase user adoption.